Clase Azul announces Clase Azul destinations and opens its first restaurant

For 25 years, luxury tequila brand Clase Azul has promoted the “magic of Mexico”. At least according to its CEO and founder Arturo Lomeli, who started the company as a way to pay homage to his birthplace.

Now, Clase Azul is going beyond spirits with a new luxury restaurant, La Terraza, in Los Cabos, scheduled to open in October. For anyone who doesn’t know, Clase Azul has built a huge following over the last two decades for the flavor profile of its tequilas that are highlighted by their sweet finish. The connection it provides drinkers with Mexican art and culture by presenting the spirits in handmade artisan bottles is part of the draw.

“Initially, my goal was to make a great spirit that would raise Mexico’s profile as luxury producers, as well as save our country’s dying artisan culture,” Lomeli explained. “Now our goal is to become the first luxury house in Mexico, building a luxury Mexican brand, not just a luxury tequila and mezcal brand.”

The once little-known brand, which has grown from 200 to 2,000 employees in the past five years, has found itself at the center of the luxury tequila movement and promises to wow consumers through what Lomeli says is a “truly luxurious and truly Mexican”. experience.

As part of this year’s Silver Anniversary, the company has announced the transformation from a spirits brand to a luxury house. As part of this expansion, the company exclusively told Forbes.com about its new hospitality and experiences division, “Blue Class Destinations. La Terraza is the first undertaking under this umbrella.

La Terraza, at Shoppes at Palmilla, offers a culinary journey through Baja California led by chef Iván Arias. The new luxury restaurant will be located next to the brand’s namesake boutique, where visitors can experience the popular Blue Class tasting experience, “A Taste of Culture.”

Below are recent excerpts from a recent interview with Lomeli about Blue Class Destinations.

What inspired the Blue Class Fates?

We want to create and offer spaces where Clase Azul comes to life. After 25 years in business, we realize how excited and inspired our customers are by Mexican culture, traditions and art, and that’s amazing. I started the company to share the magic of Mexico with the world and inspire us to offer more than tequila and mezcal.

Why did you choose Los Cabos as your first Blue Class Destination?

Los Cabos is one of my favorite places in Mexico, a place I personally go to the most. My wife, Sagrario, loves that it’s not too humid and there aren’t too many mosquitoes. She loves everything related to the sea, especially seafood. The food in Cabo is like the sunsets, some of the best in the world.

What kind of cuisine can we expect at La Terraza? Can you share some of your favorite dishes?

La Terraza will take you through the wonderful flavors that Baja has to offer. Ingredients are sourced regionally and supplied by farming and fishing alliances. True to our brand values, we form a network with local producers and promote practices such as sustainable business and fair trade.

Menu items will range from a variety of fresh ceviches, such as corn or scallops and octopus, to our version of a garden salad with quelites, olive hummus and fried corn. The Gobernador Tamal will be offered, with blue shrimp, brie cheese and poblano beurre blanc, and the Chilayo Tamal made with marinated tofu, chilayo sauce, ayocote and purslane.

Other standouts include the Smoke Kitchen grilled octopus, blue shrimp and mole, and of course the roast beef with shishito chili, pork beans and tortillas.

Clase Azul currently has five tequilas and two mezcals, and its biggest challenge is meeting demand. How does it feel to achieve such success while expanding into new businesses?

While we need revenue to maintain and operate our mission, what matters most to us is bringing more of Mexico’s exquisite nature to the people. When I was studying, I learned how a brand had to have a point of differentiation to give it a competitive advantage.

I am grateful for what I can call my work.

Beyond La Terraza, what is coming in Clase Azul Destinations?

We are in the beginning stages of “La Hacienda”, our distillery and visitor center in Jalisco, and plans for a hotel are underway. It will be intimate, very high-end, and something that feels private and special. We have big plans to develop Brand Homes in some of the world’s biggest cities, with Clase Azul Mexico Loft in Brooklyn being our first space to open in the US.

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